According to 28 Inch Rims the luxury automotive market has a high entry hurdle for regular consumers, making it an elite club that not everyone can join. Some car owners are the only ones with that particular model in their city or area, which may give them a level of local notoriety that is particularly alluring.
One way to drive home this argument during an auto show is to bring up the brand's small annual car production. For a brand of cheap cars, small numbers might be problematic, but for a luxury brand, they provide value and appeal.